Dr. Shirley A. Lazorchak


Department of Business and Economics


Dr. Shirley A. Lazorchak is a professor of marketing in the Department of Business and Economics. She has the professional distinction of earning prestigious major, national and international awards in all three areas of faculty performance:  Teaching, scholarly research and professional service.


While serving as a professor at West Virginia University, she was selected by the faculty for the Outstanding Teacher Award, having been chosen from among 350 of her collegiate peers.  She was also selected for a second Outstanding Teacher Award, having been chosen by her students from among all faculty in her department. 


In the research area, she, along with her collaborators, earned the Outstanding Scholarly Paper of the Year: In-Track Award and were selected as runner up for the Outstanding Scholarly Paper of the Year by the editorial board of a leading journal for their ground breaking, innovative work.  She was honored when another one of her scholarly papers, focused on an aspect of personal branding, was selected by the United States Federal Government's Foreign Service Institute for inclusion on the reading list for use in educating members of the United States Diplomatic Training Corp.


In the service area, she was selected by the American Marketing Association (AMA), the preeminent professional organization in her field, as the recipient of the Hugh G. Wales International Faculty Advisor of the Year Award.  (The runner-up was a faculty member from The Wharton School, University of Pennsylvania).  This recognition was awarded during the Annual American Marketing Association's International Collegiate Conference in New Orleans in recognition of her sustained success in mentoring members of the Cal U Student Marketing Association (SMA) to international prominence by winning numerous international student competitions over a ten-year period of time. During her tenure as advisor, the organization ranked among the top 10 SMAs in the world.  Afterward, she was honored by invitation to join the AMA International Collegiate Judging Panel to select the top performing university chapters in global competition.  


Dr. Lazorchak has been inducted into four academic honoraries representing four distinct academic disciplines:  Gamma Sigma Delta, Phi Upsilon Omicron, Delta Pi Epsilon and Alpha Mu Alpha.  Furthermore, she is the founding faculty member of the Cal U Chapter of Alpha Mu Alpha, an international academic honorary sponsored by the American Marketing Association.  The honorary recognizes overall excellent performance in the discipline of marketing.  She was honored to be its first campus inductee. 


Dr. Lazorchak is the faculty founder and advisor of the Cal U student organization, Fashion Business Association.  This organization exists to advance personal, social and professional development goals of its members as they seek careers in the textile and apparel complex.  She is developing a new concentration, Fashion Studies, in the Department of Business and Economics with a tentative student enrollment date projected to be the Fall 2018 semester. 


Furthermore, she has been named by Successful Women Magazine to their Top Ten Parade of Successful Women Awards and was selected for inclusion to the volume:  International Who's Who of the Professions.  


Prior to becoming an academician, Dr. Lazorchak enjoyed a successful career as an apparel buyer, merchandiser and manager for some of the world's leading retail department and specialty stores. As a buyer, she covered the New York City and Los Angeles markets to procure goods to satisfy the wants and needs of her target consumer: American teenagers.  She shared her apparel market knowledge by authoring a magazine column, The Clothes Line, which focused on communicating developments in the textile, apparel and retailing sectors to an interested consumer audience.  While a buyer, she also served as a corporate recruiter, visiting numerous Big Ten college campuses, interviewing outstanding candidates and evaluating the merits of their qualifications for acceptance into the executive buyer training squad.      


Dr. Lazorchak is active in her community.  She reinforced her interest in professional development by serving as a member of the Board of Directors of the international non-profit, Dress for Success, a welfare-to-work program whose mission is to promote the economic independence of disadvantaged women by helping them gain and retain meaningful employment.  She is a member of the nationally award-winning, Peters Township Character Counts Committee.  This community-based character building initiative, formed by a collaboration of the Peters Township School District, Chamber of Commerce, Municipal Government, Rotary, Ministerium and Parent Teacher Association, has been the spark behind many programmatic and philosophical changes in the township.  Finally, she is a life-long member of St John's Orthodox Church in Canonsburg; her grandfather Michael Lazorchak, in 1907, was one of the founding members of the parish.


Dr. Lazorchak was one of the founding committee members of the Pittsburgh Chapter of Fashion Group International (FGI).  FGI is a global, non-profit, professional organization with over 5,000 members in thirty-five cities working in the fashion industry including apparel, accessories, home and beauty.  The Pittsburgh chapter acts to unify, support and promote the many aspects of the industry represented in the tri-state area.  The organization provides opportunities for students who plan to work in the apparel industry by offering student internships, by sponsoring networking events and by providing opportunities for collaborative endeavors in Pittsburgh and among nearby regional FGI chapters in Cleveland, Philadelphia and New York City.


When not concentrating on her teaching, scholarly research and service activities, Dr. Lazorchak serves as a sought-after expert contributor whose insights are published by editors of industry blogs, websites and newspapers.  


Finally, she is in the initial phase of development of her personal branding consultancy.  (Dr. Lazorchak holds three certifications in the area).  A television show is in the pre-production stage of development that will support these efforts.  


Courses Taught

Retail Marketing

Sales Management

Principles of Selling

Marketing Internship

Principles of Marketing

Advertising Management


Research Interests

  • Personal Branding:  Strategies and tactics used as a competitive advantage in workforce readiness and executive development initiatives.
  • Social-psychological aspects of human appearance:  Understanding the use of appearance management, impression management, person perception and impression formation theories in organizational settings and personal branding initiatives.
  • Contemporary issues in the marketing and merchandising of products manufactured in the consumer soft goods complex.
  • Body image and body cathexis constructs as used in advertising and the resulting impact on consumers and society-at-large.
  • Consumer behavior in retail shopping behavior.
  • Product packaging and product design and its use as a strategic competitive advantage in product differentiation.


Publications and Presentations

Dr. Lazorchak has presented her work in state, national and international forums, published in academic journals and has had her commentaries published on the editorial pages of newspapers.  Her original case study was selected for publication in a textbook focused on retail strategy.  She has served as an abstract and manuscript reviewer and scholarly track chairperson for several of her professional associations. 

Student Research and Honors Projects

Dr. Lazorchak supports students in their research interests.

  • Undergraduate Honors Thesis Committee Member: Holiday Marketing:  The History and Cultural Change of Santa Claus. California University of Pennsylvania.
  • Honors Course Credit Advisor:   From Modcloth to Fashion Trucks:  An Analysis of Alternative Retailing Formats. California University of Pennsylvania.
  • Honors Course Credit Advisor: Careers In Marketing:  Revision of Recruiting Materials.  California University of Pennsylvania.
  • Graduate Thesis Advisor: Desire for Thinness Versus Desire for Health.  Master's Thesis, West Virginia University.

Service Learning

For over 10 years, Dr. Lazorchak served as the faculty advisor for the  Student Marketing Association; service learning projects were undertaken by this group annually.  Projects typically focused on collaborations between student teams and local small business owners to expand and strengthen current marketing efforts.    



Dr. Lazorchak has served on numerous university committees including the Guttman Student Research Grant Committee, Career Services Advisory Board, Career Services Executive Board, General Education Committee, Forum Communication Committee, Middle States Accreditation Committee, Service-Learning Committee, Marketing Outreach Committee, Faculty Evaluation Committee, and  Tenure Committee, among others.  She also has served as the Marketing Interest Group Coordinator in her department. 



Dr. Lazorchak is a member of a variety of professional associations including the American Marketing Association, Marketing Educators' Association, Pennsylvania Women's Press Association, Marketing Management Association, Society of Marketing Advances, Public Relations Society of America, Mid-Atlantic Popular Culture Association, Fashion Group International, Association of Marketing Theory and Practice, Costume Society of America and the American Collegiate Retailing Association, among others. 

  • B.S.: West Virginia University
  • M.S.: Robert Morris College
  • Ph.D.: The Ohio State University

Email: lazorchak@calu.edu

Phone: 724-938-5733

Office: Watkins Hall Room 310